First of all, Nike's marketing is in line with the jumps.
Nike has recently been pushing the new generation of flagship running shoes Nike EPIC REACT FLYKNIT. WeChat is not the only channel, micro-blog and other common media have put a lot of advertising, and the jump is just one of them (say a digression, this shoe ad Kobe, letters, Cavani, Mpape, brother Beckham, Bill O, Kevin Nye Hart have photographed).
In all kinds of copywriting, Nike EPIC REACT FLYKNIT runs like a "spring", and is the spring "jumping"?) Because the best shoes should be both soft and resilient, durable and lightweight, but this is often considered an unbelievable thing, such as the buffer performance of Asics top shoes KAYANO and NIMBUS series is very good, but the disadvantages are also obvious, that is too heavy is not suitable for creating a personal best in Malaysia the long distance marathon race. The best marathon racing shoes used to sacrifice cushioning performance, causing damage to the athletes' knees and other body parts.
And Nike eventually created a breakthrough NIKE REACT technology to reconcile the two contradictions. The effective balance soft rebound is more soft than the last generation of running shoe product NIKE LUNAREPIC LOW FLYKNIT 2. According to many in the shoe runs through said "God" feeling, the feeling is put on "one day" perpetual motion.
So this pair of shoes is very suitable for the "jump one" game scene, and let the user have a profound impression, "these shoes are very soft and very suitable for jumping."
How to admire the marketing team of Nike has a good idea.
Of course, my view is that the Nike and jumping joint marketing is unique, and that other products and teams are hard to copy second times. Unless there is an idea of another genius. In addition, the money given by Nike is not given by a team (according to the news that the actual amount of the advertising fee is less than the legend).
In fact, WeChat itself never has the problem of "WeChat commercialization", but the problem of how to commercialize the cash. That is to say, WeChat is now a "gold mine" that the Tencent has mastered. It does not exist to make money, but how to dig for gold. What WeChat needs to consider is how developers of WeChat's business ecology solve the problem of commercialization.
"Jump" is a super killer for WeChat to promote small programs. If it's not embarrassing for small programs to promote "thunder and rain," it will not release big kill devices. "Jump" success with some "phenomenon" and "phenomenon" products tend to form an embarrassing situation, which is the only fire a similar product in the same way and not be able to replicate again "phenomenon", so the "jump" the basic success can not be copied, even if the Tencent cannot copy.
To a certain extent, for a long time, no matter "small program" itself or a small program of some function, it will not appear such phenomenal product for a long time.
Actually, skip can't return to its peak itself, which is another characteristic of phenomenal products, especially the problem of phenomenal games. Although the WeChat index does not represent the current development state of "jump jump", it also proves in some ways that the fever of "jump jump" is decreasing.
Of course, thin dead camel is bigger than a horse, and "jump" the camel live is also very good, in the "Zhang Xiaolong" binding on the label, "jump" heat than phenomenal game changes will be more durable.